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Challenge of measuring online lead generation ROI

Any lingering doubts that marketers are working in a truly multi-channel environment must now be dispelled following our recentOnline Lead Generation Report.

Three quarters of marketers working for 'across-the-line' organisations said that their companies generate leads online with the intention of converting them offline, according to our B2C study carried out in association with Clash-Media.

Encouragingly, a big chunk of these organisations say that this multi-channel approach is "very much part of their strategy" rather than something they just do occasionally.

Furthermore, the majority of respondents (60%) say that they are either "excellent", "good" or "quite good" at measuring the effectiveness of online lead generation.

However, there are still significant numbers of organisations who face serous difficulties when trying to measure the effectiveness of their lead gen activity.

Respondents typically reported difficulties which fell into the following three (sometimes overlapping) categories. Some quotations from respondents are included to illustrate the issues.

1) Difficulty of tracking leads through to conversion in a multi-channel environment.

For example, it can be difficult to define different elements of the conversion process. There are also problems around implementing effective systems and also getting staff to follow processes.

“The most difficult part is ensuring full view through to sale once lead has been generated via online environment.”

“Getting sales persons to follow the correct procedure for converting leads to opportunities and on to Win / Loss, for accurate reporting.”

Comments (1)

As only 1% of website visitors leaves contact details on your website, another solution is required.
LEADSExplorer is a visitor discovery and identification solution, revealing company names, and defining needs by pages visited.
This is not an email tracking solution, but allows to capture any visitor.
www.leadsexplorer.comIt is combined with a CRM for effective interaction and follow-up.

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